Why is Amazon Interested in Whole Foods?
Figure 1: Percent of Grocery Shoppers at the Following Retailers That Are Amazon Prime Members and Percent that Have Ever Purchased Groceries Online
The purchase of Whole Foods by Amazon is no surprise when you look at the numbers. The Whole Foods customer is MOST likely to already be a Prime Member and most likely to have purchased food on online in the past. This customer will be the most open to a seamless blend of physical & digital food shopping. Amazon just bought the bridge they needed with a friendly audience built in.